Fashion Goes Beyond Skinny
From a situation where most clothing brands were designed for size zero or whereabouts to exclusive brands being created for size XL3, the market for plus-size clothing has come of age. This is true not just about your brick-and-mortar shops but online fashion portals as well.
Myntra itself has witnessed a 70% increase in its sale of plus-size clothing for women in ethnic as well as western wear. That was a natural fallout to the trend of bigger sales for the segment as shown by offline players. The ripples of this trend were felt even at a major fashion show like the Lakme Fashion Week, which did its first-ever, plus-size show.
It was the UK-based international brand Marks & Spencer which first brought a ray of hope for people with larger body type. With M&S, it was not just about plus-sizes being available, but about finding a fashionable alternative as well.
Now, besides M&S, Myntra caters to the plus-size segment through brands like Pluss, Mustard and Alto Moda. Even Myntra’s in-house brands like Anouk inevitably have larger sizes, so Anouk fans don’t get disappointed when searching for their favourite ethnic chic fashion in plus sizes. When it comes to Biba, another ethnic brand that’s available on Myntra, plus-size clothing takes up 8%-10% of its inventory.
The best thing about shopping for plus-sizes online may be the privacy and lack of judgement you get. The change from “size does matter” to “size doesn’t matter” is worth a million bucks, actually.